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There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and…

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The United States holds strategic stockpiles of nearly 100 industrial minerals, metals, and other commodities. These stockpiles have influenced the world commodity markets in many ways. This work brings together in one place, documentary and statistical evidence…

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The decade of the 1980s has been full of disputes between industrialized countries and newly industrialized ones, between developing countries and Northern markets, and between Japan, the U.S., and the European community on a wide range of issues. This new volume…

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Fowles asserts that the appeals of mass advertising reflect the motivational state of the targeted audience and that these motivational states anticipate socio-cultural change. Using advertising of 1950, 1960, and 1970, Fowles determined that the unsatisfied…

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This volume analyses the interaction of business lobbyists, consumer critics, and government officials for the first time in 20 years. It offers important new insights and revisionist views about the impact of consumer "issue networks" in the making of public…

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Perry traces and analyzes the evolution of U.S. international trade intermediaries (ITIs) who perform a variety of functions essential to international trade on behalf of manufacturers unable or unwilling to assume them. This volume provides previously…

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The tariff policies of the 1890-1922 led to the development of tariff rates that launched the United States on a path that led to later trade wars. The Republican Party and Porter McCumber took the lead in promoting these policies, claiming that the tariff would…

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Using Secondary Data in Marketing Research discusses thoroughly the use of secondary data in marketing research. It explains the underlying reasons why secondary data are less expensive than primary data, the technology associated with secondary data, how to…

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This book explores the increasingly important topic of brand building within the one-to-one concept. It explains how to achieve what all marketers dream about a product or service customized for each individual customer that is both a good value for the customer…

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These in-depth profiles of major non-governmental organizations show how they compete to protect consumer or business interests ranging across all stages of American life from baby foods to funerals. The analyses of 109 interest groups--public interest groups,…

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